From the IAB
Mercedes-Benz will be asking Twitter fans to determine the outcome of its TV ads, promoting its new A-Class vehicle, during an ad break in this weekend's (October 6th) X-Factor.
The campaign, called #YOUDRIVE, will see users of the micro-blogging site decide the fate of a young music star who is trying to get to a secret gig.
Viewers of the X-Factor will see the musician - played by Kane Robinson and his female accomplice - try to get to the gig in the new Mercedes while being chased by the authorities in two adverts.
Several endings have been filmed and Twitter users will be able to vote for what happens in the third and final advert.
David George, marketing director of Mercedes-Benz UK, said: "It's a modern Mercedes-Benz, that encourages people to do what we know they enjoy; to get involved.
"In doing so, we hope to really cut through and create a positive, lasting impression on their view of the brand."
This is an industry and social media first, which the brand will follow-up with a specially-created interactive channel on YouTube.